CAMPAIGNERS have criticised the promotion of the famous wine brand Buckfast’s latest attempt to improve its reputation by bringing in a top chef to create a series of dishes using the drink.

The popular brand has enlisted the help of Michelin-starred chef Martin Blunos to show how ‘versatile’ the tonic wine is by creating a new range of meals and cocktails.

The new recipes will feature as part of Buckfast’s new website when it launches later this month, among them are dishes such as a burger served with a Buckfast syrup, monkfish with a Buckfast marinade and Buckfast-laced stuffing.

However, alcohol awareness charities have branded the move a “creative way around” restrictions on the marketing of alcohol and campaigns such as this should be restricted.

Barbara O’Donnell acting chief executive of Alcohol Focus Scotland said: “Buckfast is linked to a lot of alcohol-related crime and anti-social behaviour considering the small amount that is sold in Scotland.

“Encouraging people to use it in less harmful ways may be seen as positive.

“However, promotional campaigns like this are also about getting us drinking on more occasions.

“A better way of reducing alcohol harm is to restrict alcohol marketing.”

Policy Officer Alison Christie from Scottish Families Affected by Alcohol and Drug also said: “Scottish Families supports the provisions in the Alcohol (Public Health & Criminal Justice) (Scotland) Bill to place restrictions on alcohol marketing and advertising in public places where children and young people are likely to be.

“The alcohol industry is finding new and more creative ways around existing restrictions on alcohol marketing to young people.

“Through persuasive advertising they seek to glamorise and normalise drinking into everyday family situations which contributes to some of the problems we see today.

“Research shows that exposure to alcohol marketing increases the likelihood that young people will start drinking and drink more if they are already drinking and the Bill seeks to address this.”

Buckfast, which is commonly known as “wreck the hoose juice” and “commotion lotion” has continually been attributed to criminal behaviour across Scotland however, South-west based Martin, says the drink is great for cooking purposes.

The chef, who received two Michelin stars for his former restaurant Lettonie in Bristol, previously told The Herald: “What I really like about it is that it’s so fruity.

“When you cook with it the alcohol evaporates, but what you are then left with is the fruit and the spices and the vanilla.

“It works bloody well.”

And Stewart Wilson, sales manager of the brand’s distributor J Butler & Co, is hoping this will be enough to change its reputation.

He said: “Our aim is to educate people on how versatile Buckfast can be.

“We’ve been working with one of the country’s best chefs as well as top mixologists to create exceptional recipes and cocktails.

“We want to let people know that it can taste just as good in a dish as it does in a glass.”